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CU Denver requires faculty and staff to check in each day when on campus

to ensure they are healthy. Each person must present their completed
health survey certificate at a check-in desk and they then receive a color-
coded wristband that allows them to be on campus for that day only.
Between 8AM and 10AM, the average arrival rate to the check-in desk at
the business school building is 30 people/hour. It takes 90 seconds, on
average, to complete the check in process.
What is the average number of people waiting in the line? (provide at least
one decimal)
What is the average waiting time in the system (in minutes)?
What is the probability of having 4 customers in the system? (provide at
least three decimals)
What is the probability of having no customers in the line? (provide at least
three decimals)
The business school finds the current waiting time in the system really high
and wants to drop it to 2 minutes. What is the new service rate (µ) should
be (per hour)?

Student Instructions: Complete the following information about the organization and products and/or
services you will focus on as you develop a complete marketing plan throughout the course. You may
need to do research to get answers to the questions below. The subject for this assignment should be
the organization and products and/or services you identified for the Marketing Plan, Part 1

Marketing Information and Research

Research Question
Describe an important question you need to answer or a problem you are trying to solve in order to
help the organization meet its goals and objectives.

Information Needed
Describe the information your organization needs to make effective decisions about how to answer
this question or solve this problem.

Research Recommendations
What research do you recommend in order to provide the information you need? What research
method(s) would you use to get the information you need? Will it involve secondary data and
research? Primary research such as interviews, focus groups and surveys? Why do you recommend
this research approach?
Customer Decision-Making Profile

Identifying the Customer and Problem

Describe a primary decision maker in your target segment: who they are, what they like, how they
make buying decisions. Describe the primary problem(s) your organization, product or service will
help them solve.

Factors Influencing Customer Decisions

Provide a brief profile of your target segment using at least three of the following categories:

Geographic characteristics: e.g., location, region, population size or climate.

Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income,
Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes,
reference groups, beliefs.
Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of
use, brand loyalty.
B2B/organizational buying considerations: e.g., individual factors, organizational factors, business
environment factors, types of complexity
Reaching the Customer
Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at
reaching this target segment, and briefly explain why they are a good fit.
Positioning and Differentiation

Positioning and differentiation explain what you want to be known for in the market, and how you are
different from competitors. Respond to the following questions.

Competitive Advantages
List the competitive advantages of the product, service or organization you’re focusing on: the things
that make it different from competitors in positive ways.

Market Niche and Positioning Strategy

Describe the market niche you want to fill, along with the positioning strategy you recommend using.
Why do you think this is the right approach?

Positioning Statement
Develop a positioning statement using this formula: “To [target audience],
[product/service/organization name] is the only [category or frame of reference] that [points of
differentiation/benefits delivered] because [reasons to believe].

Repositioning Considerations
Do you recommend a repositioning that improves on what the organization has been using up to this
point? Why or why not?

Brand Description
What is the “brand” you are trying to build? What do people think about this brand today, and how do
they experience it?

Brand Promise
What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the
brand promise needs improvement, please suggest how you would refine it. Why is your
recommended brand promise a good fit?

Brand Voice and Personality

Describe your brand voice and personality using the is/is never template:

[Brand] is:
[Brand] is never:
Brand Positioning and Strategy
Make a recommendation about brand positioning and/or branding strategy to help build the brand and
contribute to align it with what your target segment wants. How will this contribute to the success of
your product, service or organization?

The company im doing research and marketing on is Sysco food.